Subject Index
 

This introduction to Admap's report on consumer engagement (October 2007) considers some of the factors that influence what happens between seeing an ad and its message being stored in the memory. The ...

Many people scan media and ignore advertisements, precisely because they look like advertisements. So what can we do about it? One answer may be the 'big idea', not based on a single concept, but on a ...

Media planning should concern itself with measuring what matters most. This is not the number of media exposure since ad recall does not follow media consumption well, high share-of-voice is not effic ...

This paper explores the attitudes and media behavior of consumers who claim to dislike advertising and therefore avoid their exposure to marketers' messages. From the findings, a framework is proposed ...

Dr Robert Heath, Bath University School of Management, and Stuart McDonald, head of advertising insight at News International, present some new research that shows that press advertising is as effecti ...

This study examines the effects of popular music in advertising to determine both the theoretical (the effect of popular music on the processing of advertising messages) and practical (the design of m ...

Previous experimental research found that the pre-exposure of publicity about advertisements has two distinct but related effects in advertised brand recall: (a) a facilitative effect on publicized br ...

This Study shows that 'waste'—the perceived extravagance of an advertisement—contributes to advertising effectiveness by increasing credibility. It draws especially on the 'Handicap Principle' in biol ...

Recent press articles have revived interest in low attention processing, the way in which advertising can influence us even when little attention is paid to it. Here Robert Heath advises what actions ...

This 'Best Practice' article looks at the issue of 'getting and holding attention' and its role in effective advertising. It covers its role in ad processing, how media planners and creatives vie for ...

The author argues that brands are increasingly suffering from 'attention deficit disorder' by their consumers. Advertisers recognise this as far as creative content is concerned - but not when it come ...

Robert Heath introduces this article on understanding advertising by claiming that so called 'stickiness' (a message that sticks in the memory) is what most as ad agencies crave for. He discusses wha ...

A considerable part of all advertising perceptions consist of 'preaching to the converted'. As about half a century of such research in the Netherlands proves, frequent buyers and owners of things ad ...

Cognitive response analysis can separate effective ads from also-rans. To be effective it is not necessary for advertising to erupt into the conscious and demand our attention.

Advertising can ...

Consumers do not regard learning about brands as being very important. Most advertising is processed at ver low attention levels, using low involvement processing.High involvement processing, on the o ...

Brand advertising can be shown to enhance shareholder value and justify the budget. Marketing initiatives led to market-based assets, with considerable value in and of themselves, which is recognised ...

Using an experimental design, we tested whether viewers with differing levels of religious commitment have differing unaided recall, aided recall and attitudes towards non-contentious and contentious ...

Cutting or eliminating commission-based compensation is about ensuring that agencies are paid on quality and not quantity. The agency prospers if the client prospers. A study released by the Associati ...

New evidence presented of the benefits associated with TV sponsorship of the Olympic Games, based on a series of research studies by NBC Research since the 1998 Games. A model used to analyse the data ...

Increasing use of TV planning optimisers focuses more attention on the qualitative aspects of TV planning, already assuming greater importance because of a) TV fragmentation, b) increasing costs and c ...

Has the world wide web become a viable alternative to traditional media ? Reach, frequency and gross rating points are used to compare the internet's effectiveness with standard media. The focus of th ...

This paper extends earlier work postulating four clusters of the television audience, each with their own distinct mode of TV viewing. The authors explore the hypothesis that 'Escapists' and 'Rejector ...

Because of the increasing complexity of the television environment there is a growing need for television planners and buyers to pay attention to the quality as well as the quantity of the viewing opp ...

This paper is divided into 2 parts. The first part discusses the theory of measuring the returns on media investment, while the second part presents Media Observer, a research tool developed for conv ...

Base on published summaries of the findings drawn from over 30 major research studies, many of which are still on-going, this book is not a theory book on advertising effectiveness, although the autho ...

Produced for the UK Advertising Association this is primarily a book on the theory of how advertising works, but a theory based on a lifetime of experience conducting commercial research studies into ...

This handbook was published so as to bring together in a convenient form 11 previous ARF papers intended to establish guidelines for the best practice in the areas listed below. The bracketed years s ...

This paper considers the problem of determining effective frequency for business-to-business advertising. It describes an approach which involves combining communication-component building blocks.

This paper decribes the application of eye tracking technology which makes it possible to monitor which parts of an ad are looked at, if at all, and for how long. Verbal interviews are still necessar ...

The processing fluency model suggests that advertising exposures enhance the ease with which consumers recognise and process a brand. The paper extends this concept to examine the effect of conceptual ...